Almost everyday I see people using their iPods and Mac, and I'm no exception. To me, it's become necessary to have my iPod, I can't imagine myself holding any other portable music players. It feels normal that everyone should have an iPod instead of other music players. Why is this? Why is it that people are so obsessed and attached to their Apple products? What makes them different from others? I summed up these questions into one; What makes Apple products so successful?
In order to answer this question I decided to use two types of genres (excluding the research paper;) a magazine article and an advertisement. Each genre approaches my question in a different way. The research paper offers statistics, facts, and ways Apple influences consumers. The magazine article deals more with the history of Apple and how it products came to be. The last genre, the advertisement, allowed me to explore how Apple would advertise their products. Genre 1: Research Paper Introduction
A research paper, in my opinion, is a piece of writing that expands on your evaluation of a subject or an idea. What makes research papers different from other essays is that, you support and back up your opinions with facts obtained through researching. The research paper really helped me on gathering facts and information about Apple and figure out exactly why it's so successful. I tried to make it as academic and serious as possible, giving it statistics and facts. I began my research paper by first answering my question. Throughout the rest of the research paper, I try to support my answer with statistics and facts. To do this, I divided the research paper into three parts; one about marketing, one about the iPod, and one about the design. Overall, my paper is organized and clean, only having what's necessary.
About Apple
What comes to your mind when you think of the company Apple? White, original, pop culture, iPods, uniqueness, icon, the small case “i,” iTunes, music, success, Steve Jobs, those of some words that pop up. Nowadays, Apple is known as one the forefront of portable music players and online music sales. But just 13 years ago Apple was a company at the brink of bankruptcy. But now, it has become an icon for popular culture; it is a symbol for those who are different, unique, and cool. It has completely changed the music industry and how we listen and watch music and movies. So how did it become what it is now? Apple became successful because of its marketing, attractive new products, design, visual appeal, and a huge, loyal, fan base.
Marketing is perhaps one of Apple’s greatest strengths. When Apple launches a new product, let’s say the iPhone, it’s everywhere. It’s in every magazine, newspaper, on the internet, blogs, on the television. Not only does it dominate the media but it becomes a part of conversations. No other electronics company has ever created a product in which people desire them not for need but for the sole sake of having it. You can’t see a people lining up just to buy an electronic unless its an Apple product. No other companies set specific release dates and times except Apple (Gregoriancant.) So how exactly did Apple market their products? According to Steve Chazin, former Apple marketing and sales executive, there are five secrets.
Products don’t sell. People do.
Never be first to market.
Empower early adopters.
Make your message memorable.
Go one step further.
Out of these five steps number one is probably the most important. When you look at Apple commercials, they don’t directly show the product, they show people, using them, discussing them, moving, dancing, and showing happiness. Take a look at an iPod commercial. There are silhouettes of people dancing with white earbuds on. It doesn’t show what kind of feature the iPod has, or how easy to use it is. Instead of marketing the iPod itself, Apple is inviting consumers into an Apple lifestyle; which is what the people in silhouettes are living. When you are using a normal portable music player you hear good music. When you are using an iPod, you feel good. That’s the type of message Apple works hard to tell (Chazin, Steve.) Apple’s success isn’t all about its products, it’s about how they sell them.
Now let’s talk about the iPod, the basis of Apple’s current renaissance. First, what is a distinctive feature about the iPod? The white earphones. The white earphones weren’t intentional it was made so to match the white body of the iPod. But those white earphones were easily extinguishable and people began wondering, “What is that?” For example, you saw a “cool” person was wearing white earphones and then suddenly you suddenly realize that all the “cool” people wearing them; you gain a desire to own them (The iPod Revolution.) The iPod isn’t just a product, it’s a representation of popular culture. People worship the iPod. Consumers don’t buy an iPod because they need a music player, they buy it because they want to be a part of the trend, a part of a culture that we all thrive to join (Gregoriancant.)
More and more people are purchasing macs instead of PCs. The number of mac users are starting to increase but it’s not because Apple has a special marketing plan, it’s because of the iPod. The iPod has created an “Halo Effect” for other Apple products, such as the mac. What this basically means that iPod users who have had positive experiences with them are trying other products from Apple like the mac. iPod and users find what they like about in iPods and in macs. Like iPod and iPhone, macs have easy-to use interface which can be especially valuable to companies (Wilcox, Joe.) It’s not only Apple that these products are affecting, they are also affecting the accessory sales. According to research almost all iPod or mac owners have bought various accessories to fit their needs when using the products on a everyday basis. 49% of iPod owners use their iPod on a daily basis while only 17% of other portable music players use theirs day to day (Jade, Kasper.)
Apple fans are also something to think about. Normal PC users like the products they use. Apple users love the products they use. It’s as simple as that. When the iPod first came out, it wasn’t the cheapest, it didn’t have the biggest memory, and only mac users could use it. But those mac users continuously advertised the iPod. It was something like a religion to them. And then suddenly celebrities were using it. Your favorite DJ was using it in the club. Then everybody was using it (The iPod Revolution.) Apple may have created the iPod but it was those loyal fans who made it successful.
Design and interface is an important part of Apple products. The iMac is a product in which the design fit perfectly with the mindsets of people at the time. The world was going into a new millennium, ready to embrace change. Computers were boring and unappealing to the eye; hard to use and hard to like. And then the iMac came in, it was colorful, pretty, easy to use. Same with the iPod, other music players were hard to use. If you had a 1000 songs, you would have to click a thousand times to get to a song. The iPod? Three clicks and you were good to go (The iPod Revolution.) Apple designs has even made us think that an IT product that doesn’t look like a mac or a iPods is not a good design. It’s the simplicity and sleekness that is so appealing to our eyes.
The iPod Revolution. Dir. none none. Perf. None. DVD. Discovery Channel, 2008.
Genre 2: Magazine Article
Introduction
For my second genre, I decided to do something like a magazine article. Originally, I was going to call it "The Apple Revolution," but I changed it to "Different." For this genre, I focused more on how certain Apple products came to be and the overall impact they had or have in the entertainment industry. Instead of making it sound too serious, I made it a bit "casual." I didn't want the article to sound too stiff because it wouldn't make it all that interesting to read. Anyways, I wrote about three different Apple products; the iPod, the iMac, and iTunes. To make it organized, the article was separated into seven parts. The first three focus on Apple's history. The next three focus on the products while the last part discusses Apple's future. I think that this genre helped me understand what made Apple special and why it was successful in creating hit products. It helped me learn about the work that went behind the success.
Genre 3: Advertisement Introduction
For my last genre I made a advertisement for Apple using a poster. I made the poster using the information I got while researching for my research paper. Making this poster helped me understand how Apple market their products as well as how consumers will be affected by it. Doing this genre was a lot of fun, not only did it help me answer my question but it also allowed me to do art at the same time. I made the poster in a way that people would be attracted to Apple products. I wanted mine to also invite people to join the "Apple lifestyle." Something interesting about my poster is that it contains no image of an Apple product. It only says the words "What's missing in your life? Apple. Think Different." Instead of drawing an Apple product, I drew a bunch of popular everyday items and put the Apple logo in the center with the words "Apple. Think Different."
Epilogue
I'm really glad that I chose doing a magazine article and an advertisement, they really helped me understand and answer my question in an effective way. Doing this project allowed me to answer a question that I always had in mind. I use Apple products on a daily basis and I always wanted to know what made me buy them instead of products by other companies. Doing the research paper made me realize certain things that I had never considered marketing, especially how Apple advertisements and commercials affect the consumers. My perspective has certainly changed about Apple, I now have more respect for those who made Apple become a successful company, their success lies not only in work and effort but in innovativeness and creativity. I never knew that Apple commercials or products had such meaning and stories behind them. Not only has this project helped me answer the question but also helped me realize that I can approach a question in many different ways and get a different experience and answer from each one. And as for the readers, I hope that I'll be able to share m experiences with them. I hope that they will find my project interesting and gain something from it as I did.
"Stay Hungry. Stay Foolish."
-Stanford Commencement Speech 2005 by Steve JobsThinking Different
What makes Apple products so successful?
Preface
Almost everyday I see people using their iPods and Mac, and I'm no exception. To me, it's become necessary to have my iPod, I can't imagine myself holding any other portable music players. It feels normal that everyone should have an iPod instead of other music players. Why is this? Why is it that people are so obsessed and attached to their Apple products? What makes them different from others? I summed up these questions into one; What makes Apple products so successful?In order to answer this question I decided to use two types of genres (excluding the research paper;) a magazine article and an advertisement. Each genre approaches my question in a different way. The research paper offers statistics, facts, and ways Apple influences consumers. The magazine article deals more with the history of Apple and how it products came to be. The last genre, the advertisement, allowed me to explore how Apple would advertise their products.
Genre 1: Research Paper
Introduction
A research paper, in my opinion, is a piece of writing that expands on your evaluation of a subject or an idea. What makes research papers different from other essays is that, you support and back up your opinions with facts obtained through researching. The research paper really helped me on gathering facts and information about Apple and figure out exactly why it's so successful. I tried to make it as academic and serious as possible, giving it statistics and facts. I began my research paper by first answering my question. Throughout the rest of the research paper, I try to support my answer with statistics and facts. To do this, I divided the research paper into three parts; one about marketing, one about the iPod, and one about the design. Overall, my paper is organized and clean, only having what's necessary.
About Apple
What comes to your mind when you think of the company Apple? White, original, pop culture, iPods, uniqueness, icon, the small case “i,” iTunes, music, success, Steve Jobs, those of some words that pop up. Nowadays, Apple is known as one the forefront of portable music players and online music sales. But just 13 years ago Apple was a company at the brink of bankruptcy. But now, it has become an icon for popular culture; it is a symbol for those who are different, unique, and cool. It has completely changed the music industry and how we listen and watch music and movies. So how did it become what it is now? Apple became successful because of its marketing, attractive new products, design, visual appeal, and a huge, loyal, fan base.
Marketing is perhaps one of Apple’s greatest strengths. When Apple launches a new product, let’s say the iPhone, it’s everywhere. It’s in every magazine, newspaper, on the internet, blogs, on the television. Not only does it dominate the media but it becomes a part of conversations. No other electronics company has ever created a product in which people desire them not for need but for the sole sake of having it. You can’t see a people lining up just to buy an electronic unless its an Apple product. No other companies set specific release dates and times except Apple (Gregoriancant.) So how exactly did Apple market their products? According to Steve Chazin, former Apple marketing and sales executive, there are five secrets.
Out of these five steps number one is probably the most important. When you look at Apple commercials, they don’t directly show the product, they show people, using them, discussing them, moving, dancing, and showing happiness. Take a look at an iPod commercial. There are silhouettes of people dancing with white earbuds on. It doesn’t show what kind of feature the iPod has, or how easy to use it is. Instead of marketing the iPod itself, Apple is inviting consumers into an Apple lifestyle; which is what the people in silhouettes are living. When you are using a normal portable music player you hear good music. When you are using an iPod, you feel good. That’s the type of message Apple works hard to tell (Chazin, Steve.) Apple’s success isn’t all about its products, it’s about how they sell them.
Now let’s talk about the iPod, the basis of Apple’s current renaissance. First, what is a distinctive feature about the iPod? The white earphones. The white earphones weren’t intentional it was made so to match the white body of the iPod. But those white earphones were easily extinguishable and people began wondering, “What is that?” For example, you saw a “cool” person was wearing white earphones and then suddenly you suddenly realize that all the “cool” people wearing them; you gain a desire to own them (The iPod Revolution.) The iPod isn’t just a product, it’s a representation of popular culture. People worship the iPod. Consumers don’t buy an iPod because they need a music player, they buy it because they want to be a part of the trend, a part of a culture that we all thrive to join (Gregoriancant.)
More and more people are purchasing macs instead of PCs. The number of mac users are starting to increase but it’s not because Apple has a special marketing plan, it’s because of the iPod. The iPod has created an “Halo Effect” for other Apple products, such as the mac. What this basically means that iPod users who have had positive experiences with them are trying other products from Apple like the mac. iPod and users find what they like about in iPods and in macs. Like iPod and iPhone, macs have easy-to use interface which can be especially valuable to companies (Wilcox, Joe.) It’s not only Apple that these products are affecting, they are also affecting the accessory sales. According to research almost all iPod or mac owners have bought various accessories to fit their needs when using the products on a everyday basis. 49% of iPod owners use their iPod on a daily basis while only 17% of other portable music players use theirs day to day (Jade, Kasper.)
Apple fans are also something to think about. Normal PC users like the products they use. Apple users love the products they use. It’s as simple as that. When the iPod first came out, it wasn’t the cheapest, it didn’t have the biggest memory, and only mac users could use it. But those mac users continuously advertised the iPod. It was something like a religion to them. And then suddenly celebrities were using it. Your favorite DJ was using it in the club. Then everybody was using it (The iPod Revolution.) Apple may have created the iPod but it was those loyal fans who made it successful.
Design and interface is an important part of Apple products. The iMac is a product in which the design fit perfectly with the mindsets of people at the time. The world was going into a new millennium, ready to embrace change. Computers were boring and unappealing to the eye; hard to use and hard to like. And then the iMac came in, it was colorful, pretty, easy to use. Same with the iPod, other music players were hard to use. If you had a 1000 songs, you would have to click a thousand times to get to a song. The iPod? Three clicks and you were good to go (The iPod Revolution.) Apple designs has even made us think that an IT product that doesn’t look like a mac or a iPods is not a good design. It’s the simplicity and sleekness that is so appealing to our eyes.
Works Cited:
Chazin, Steve. "5 Secrets of the World's Best Marketing Machine." Marketing Apple. 17 Sep. 2009 <__www.marketingapple.com/Marketing_Apple_eBook.pdf__>.
(Gregoriancant), Greg Brian. "Apple iPhone Calls Pop Culture - Associated Content - associatedcontent.com." Associated Content - associatedcontent.com. 17 Sep. 2009 <__http://www.associatedcontent.com/article/296560/apple_iphone_calls_pop_culture.html?cat=9__>.
Jade, Kasper. "AppleInsider | iPod halo effect estimated at a staggering 20%." AppleInsider | Apple Insider News and Analysis. 17 Sep. 2009 <__http://www.appleinsider.com/articles/05/03/18/ipod_halo_effect_estimated_at_a_staggering_20.html__>.
Wilcox, Joe . "Apple Watch - Mac OS X - The iPhone Halo Effect." eWeek Blogs: Tech Blogs on Apple, Microsoft, Google, Storage and more.. 17 Sep. 2009 <__http://blogs.eweek.com/applewatch/content/mac_os_x/the_iphone_halo_effect.html__>.
The iPod Revolution. Dir. none none. Perf. None. DVD. Discovery Channel, 2008.
Genre 2: Magazine Article
IntroductionFor my second genre, I decided to do something like a magazine article. Originally, I was going to call it "The Apple Revolution," but I changed it to "Different." For this genre, I focused more on how certain Apple products came to be and the overall impact they had or have in the entertainment industry. Instead of making it sound too serious, I made it a bit "casual." I didn't want the article to sound too stiff because it wouldn't make it all that interesting to read. Anyways, I wrote about three different Apple products; the iPod, the iMac, and iTunes. To make it organized, the article was separated into seven parts. The first three focus on Apple's history. The next three focus on the products while the last part discusses Apple's future. I think that this genre helped me understand what made Apple special and why it was successful in creating hit products. It helped me learn about the work that went behind the success.
Genre 3: Advertisement
Introduction
For my last genre I made a advertisement for Apple using a poster. I made the poster using the information I got while researching for my research paper. Making this poster helped me understand how Apple market their products as well as how consumers will be affected by it. Doing this genre was a lot of fun, not only did it help me answer my question but it also allowed me to do art at the same time. I made the poster in a way that people would be attracted to Apple products. I wanted mine to also invite people to join the "Apple lifestyle." Something interesting about my poster is that it contains no image of an Apple product. It only says the words "What's missing in your life? Apple. Think Different." Instead of drawing an Apple product, I drew a bunch of popular everyday items and put the Apple logo in the center with the words "Apple. Think Different."
Epilogue
I'm really glad that I chose doing a magazine article and an advertisement, they really helped me understand and answer my question in an effective way. Doing this project allowed me to answer a question that I always had in mind. I use Apple products on a daily basis and I always wanted to know what made me buy them instead of products by other companies. Doing the research paper made me realize certain things that I had never considered marketing, especially how Apple advertisements and commercials affect the consumers. My perspective has certainly changed about Apple, I now have more respect for those who made Apple become a successful company, their success lies not only in work and effort but in innovativeness and creativity. I never knew that Apple commercials or products had such meaning and stories behind them. Not only has this project helped me answer the question but also helped me realize that I can approach a question in many different ways and get a different experience and answer from each one. And as for the readers, I hope that I'll be able to share m experiences with them. I hope that they will find my project interesting and gain something from it as I did.